Mobile marketing experts, are celebrating with Comic Relief the staggering success of mobile fundraising for Red Nose Day 2005. The final results have far outstripped expectations.

An enormous 880,000 text messages, resulting in £615,000 raised surpassed last years record. During the 2003 campaign, Flytxt handled over 200,000 text messages in the week leading up to Red Nose Day. That achievement was smashed this year, with four times the amount of text messages being received.  This highlights the huge impact mobile marketing can have on fundraising efforts by using compelling campaigns supported by extensive, engaging marketing activity.

Flytxt ran fourteen different campaigns during RND ‘05 ranging from competitions and text alerts to content including both the McFly “All About You” and Tony Christie “Road to Amarillo” ring tones, which were downloaded in their tens of thousands and burst forth on the nation’s mobiles.  This effort was supported throughout a substantial integrated campaign, including print, radio and TV along with considerable online promotion by the national BBC Radio stations and on www.rednoseday.com.

Nick Fuller, Head of Operations and Chair of the DMA’s Mobile Marketing Strategy Group said, “This year’s Red Nose Day saw us undertake a wider range of mobile activity in support of fundraising efforts than ever before. It has enabled Comic Relief to raise the impressive figure of £615,000 by text alone.  The results were a record-breaking success. 

This illustrates the power of mobile marketing especially when used as an integral element of a multi-media campaign. Mobile’s place alongside TV, radio and online is becoming increasingly significant and Comic Relief’s new media team are amongst the most creative people driving this. It’s great for us to be working with them.”

Martin Gill, Head of New Media at Comic Relief said: “Since 2001 mobile has played a central role in our campaigns and it seems that for RND ’05 it finally came of age. We have used it in more ways than ever before and with more success. Its shows us the value of content-based services and we look forward to working in the coming years to stretch the boundaries further, with the help and guidance of our partners Flytxt.”

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Notes to Editors

Flytxt, the marketing services provider, has become synonymous with quality and innovation within the mobile marketing and content industries.

Incorporated in 2000, Flytxt founded the phenomenon that has become “mobile marketing” today and has since also became the provider of choice within the mobile content sector. Flytxt’s clients are the leading brands from across the media, entertainment, FMCG, retail, leisure and mobile operator sectors. Its technology has delivered some of the most complex mobile programmes that the industry has known.

As a founder of the Mobile Marketing Association (MMA), Flytxt is dedicated to ‘permission-based communication’ and is sensitive to consumers’ privacy.

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